Challenges of Content Creation for different Geographical Markets

In any field of content creation, and without a doubt the world of iGaming content, there is no doubt that opening up your services to the widest range of clients is a must. That means that in most cases, a thriving content creator or agency will have clients not just on their own shores, but further afield.

It is also far from uncommon for agencies to take business from clients in countries where another language is the national tongue. Whether or not you do this depends on your ability to ensure either a reliable source of translation for content, or a native/near-native speaker of the target language. In any case, when it comes to providing content for a different geographical market, you need to be conscious of the challenges that this provides.

Differences in language

Of course this applies for clients who request content in French, Portuguese, or another international language, but it is perhaps most important to focus on this point when providing content to a non-UK English-speaking client. Writing an article in UK English, and the same article in US English, are very different things. 

Not only do you have to be aware of spelling differences (in an article about US Super Bowl betting, you need to be talking about the favorite, not the favourite) - you also have to be aware that while you may say “Arsenal are the favourites”, most US sports writers will say “Arsenal is the favorite”. It may seem minor, but matching the target version of English gives a piece of writing greater authenticity and readers are more likely to follow it to the end.

Legal matters

Again, the question of legality is one that is particularly nuanced in the iGaming field. There are significant legal differences to be accounted for depending on where an article will be used. While you might talk about a bookmaker or casino’s excellent bonuses in a UK article, or one destined for US readers, this is out of the question in Australia, where betting sites are barred from offering bonuses altogether.

In the US, and other countries too, there will also be legal specificities to handle. You can confidently write about betting if the piece you are writing is intended for a market where betting is legal, but bear in mind that there are 36 states that permit online sports betting in the States, while only six permit online casinos. If you suggest that something is legal to a resident of a jurisdiction where it is not, you could be creating a legal issue for your client. That’s not a good impression to be making.

Making sure that your international clients are getting the same service as your domestic ones is important: bear in mind the above points and you’ll be well-placed to do so.